Why Email Marketing Still Delivers the Best ROI
Despite the rise of social media and AI search, email marketing continues to deliver the highest return on investment of any digital marketing channel. For every pound spent on email marketing, UK businesses see an average return of £36.
What Is Email Marketing Automation?
Email marketing automation uses software to send targeted emails to subscribers based on specific triggers, behaviours, and schedules.
Essential Automated Email Workflows for UK Businesses
Welcome Sequence
A well-crafted welcome series of three to five emails introduces your brand, delivers value, and guides new subscribers towards their first purchase or enquiry.
Abandoned Cart Recovery
A series of two to three emails sent over 24 to 72 hours typically recovers 10 to 15 per cent of abandoned carts.
Post-Purchase Follow-Up
Automated follow-up emails keep customers engaged and encourage repeat business.
Re-Engagement Campaigns
When subscribers stop opening your emails, automated re-engagement campaigns attempt to win them back.
Building Effective Email Automation Workflows
Segment Your Audience
Segment your email list based on factors like purchase history, browsing behaviour, location within the UK, industry, and engagement level.
Write Compelling Subject Lines
Use personalisation, create curiosity, and be specific about the value inside. Avoid spam trigger words.
Optimise for Mobile
Over 60 per cent of emails in the UK are opened on mobile devices. Ensure your email templates are mobile-responsive.
Choosing the Right Email Marketing Platform
Best Platforms for UK Small Businesses
Mailchimp remains popular for its ease of use. Brevo (formerly Sendinblue) offers excellent automation at competitive prices. Klaviyo is top choice for UK e-commerce businesses.
GDPR Compliance for UK Email Marketing
Consent and Data Protection
Always obtain explicit consent before adding someone to your email list. Use double opt-in where possible. Non-compliance can result in significant fines from the Information Commissioner’s Office.
Best Practices for Compliance
Include your business name and address in every email, provide a clear unsubscribe link, and regularly clean your email list.
Need help setting up email marketing automation that converts? Our digital marketing team builds automated email workflows that drive results for UK businesses. Get in touch.